※ [本文转录自 Brien 信箱] 作者: [email protected] ([email protected]) 标题: [文件] A Cappella 十大黄金律 ~~ 保证成功 时间: Thu Jul 28 13:03:42 2005 霍冲霄 CASA Taiwan/Feb. 20, 2002 不知在什麽场合，我曾经被一位小学弟问倒了，他的问题是：「一个 A Cappella 人声团体到底要怎样经营才能成功？」同样的问题在昨天又被 T42 的 haha世猷、张璧Bee、泳杰、Amy 在电台录音室门口问了一次，我的回答是：「最 有效的方式是直接走入 Full Time 职业乐团，一直待在业余的圈子中，很难！」 其实，为了这个问题我曾苦思良久，四年前在 A Cappella 网路论坛中终於发 现了完美的答案 ~~ 好友 Deke Sharon 在1995年曾深入探讨过此议题并发表了一 篇文章 : "10 Golden Rules to Insure Success in A Cappella"，这篇文章早已 经被欧美所有职业人声团体奉为金科玉律。在此，特别转载此篇文章如下，文中十大黄 金律的重要性系自 10 ~ 1 之顺序递增 ~~~~~~~~~~ 希望国内的人声团体能因此而得到启发， 参考别人的做法走入更精致更专业的全职业演出领域 ~~~~~~~~~~~ 10 Golden Rules to Insure Success in A Cappella --------------------------------------------------------------------------- By Deke Sharon CASA President A Cappella is growing in leaps in bounds, and just now becoming a recognized element of the music industry at large. Nonetheless, there's plenty we can and must do to as musicians and business people to increase our profile. Here are ten tips that can make the difference between a pleasurable diversion and a full time job as an a cappella performer: 阿卡贝拉以大跃进的方式成长着，如今已是音乐产业里相当重要的元素。尽管如此，我 们音乐人及商人必须尽可能的增加在这个领域的广度，有许多事情等待我们去做。以下 的十个秘诀可以清楚分出纯业余的娱乐与专职阿卡贝拉表演者的不同： 10- Have A "Sound Check Song" Too many times groups are presented with an open sound check. Do you currently just sing a song in your set, ruining the suspense for the audience and eventually driving them crazy through repetition until you get your monitors balanced? No need - instead, you should write a simple sound check song. A repeating form (Rhythm Changes or 12 Bar Blues will work nicely) with a few sound check themed lyrics will give you a chance to wow the audience with your sound without spoiling any suprises. In addition, the people who brought you to the venue will be impressed with your creativity and professionalism from the moment you first hit the stage. Added bonus - by sound checking with the same music every time, you get very used to what you need in each situation. 十. 要有一首"试音曲" 常有团体没有固定的试音方式。你是否仅在台上唱一首歌来调整音响平衡，结果破坏了 观众的等待时间甚至让他们抓狂呢？要解决很简单──你得写首专门用来试音的曲子。 一个反覆的曲式(像Rhythm Changes或12 Bar Blues就不错)加上一点以试音为主题的歌 词可以赢得观众的喝采而不会破坏了他们对你的期待。 此外，你一上台的好表现可以使台下的音乐人士对你的创意和专业印象深刻。 更棒的是，每次都使用同样试音曲的结果是，你会很习惯你在各种情况所需的东西。 ※译注:Rhythm Changes请参考 http://www.chipin-kaiya.com/JazzForm/RhythmChanges/RhythmChanges.html 12 Bar Blues请参考 http://monostudio.talkingdrum.com.hk/lessons/glesson001.htm http://www.jimmychanbluesharp.com.hk/lesson2.htm 9- Travel With Your Own Sound Engineer A barbershop quartet that is used to singing in front of a pair of area mikes notwithstanding, a good sound man can make or break your group. Most live sound engineers haven't the foggiest idea how to make even a simple four-part a cappella group sound good, and if you're using special vocal techniques (like vocal percussion) you're in for a long night. From the proper set up of your microphones and other sound equipment to any fader moves needed during your set, a good sound engineer can be the most important element to your performance. 九. 和你自己的音控师一同巡回演出 一个理发店四重唱尽管使用麦克风来演唱，一个好的音控师对你的音乐却有决定性的力 量。大多的现场音控师并不知道如何做简单的四部阿卡贝拉演唱的音控，而如果你要用 一些特别的口技(如人声打击)的话，你将面对一个漫漫长夜。考量适当的麦克风设定、 音响器材、以及声音强度的控制，一个好的音响工程师都是你表演中一个最重要的元素 。 8- Assemble Superb Promotional Materials Word of mouth may be powerful, and networking a great way to open new doors, but it's a solid press kit that will speak for you in your absence and close most deals. An audio demo, a video demo, and a multi-page press pack are a must for any band that's looking to gig more than once a month. For more information, pick up a copy of the CASA publication "the Definitive A Cappella Press Kit" (available to CASA members for only $2). 八. 集合最好的宣传方式 嘴巴说出来的东西相当有力，网路能够开启新的管道，然而一份好的新闻稿可以代替你 发言并且功效卓着。一个声音、影像剪辑，还有数页的新闻稿是每月表演超过一次的团 体的必需品。若需要更多有关的资讯，可以取得CASA的出版品"the Definitive A Cappella Press Kit" 7- Educate Yourself A Cappella musicians have the distinct advantage of being one of the best educated sub-groups of the music industry, with an alarming percentage of college graduates in the ranks. However, many of these bookworms never took a class in Arts Management and have only a cursory understanding of music theory. So, without sounding rude, I offer the following wake up call: Get off your butts and read Arnold Schoenberg's Theory of Harmony and Donald Passman's All You Need to Know About the Music Business. Take a seminar like "Doing Music & Nothing Else." Study privately with a local musician. No need to reinvent the wheel - everything you're thinking of doing has been done before in one way or another. Find out how and you're saving yourself a great deal of time, money and hassle. 七. 自我教育 身为音乐圈内受过最好教育的次团体之一(很大的一部分比例是大学毕业生)，阿卡贝拉 音乐人有着相当显着的优势。然而这些书虫们很多都没有上过艺术经营的课程，仅有对 音乐理论的粗略概念。 因此，我以委婉的方式来提醒你们：起来用功读Arnold Schoenberg(荀白克)的Theory of Harmony和Donald Passman的All You Need to Know About the Music Business。 参加类似『Doing Music & Nothing Else』之类的研讨会。私下向当地的音乐家求教。 不要想自找麻烦──你所想做的很多事情前人都做过了，所以去找找看吧，这样可以省 下许多时间、金钱和麻烦。 6 - Feed Your Fans The music industry moves at an alarming pace, and today's big thing is tomorrow's old news. You need to gather and foster a fan base, and keep a presence in their minds through repeated contact to keep the fires burning. Use the following tools to insure your star is rising: A mailing list, mailing list cards to be filled out at every show, periodic mailings to your fans, a web site with changing content, and emailing list (which has the benefit of being free), postings to rec.music.a cappella, and possibly press releases to the media (if you can afford it). 六. 满足你的歌迷 音乐工业以惊人的步调在运作着，今日的新玩意儿明天就变成古董了。你需要聚集、拥 有一群支持你的歌迷，并且固定的出现在他们面前与他们接触来保持他们对你的热情。 采用以下的工具来确保你日渐升高的星途：一张邮件清单，每次表演完都要让听众填写 ，定期写信给你的歌迷，保持更新的网站，电子邮件清单，在rec.music.a cappella上 登记，以及媒体新闻发布──如果经济允许的话。 5- Record An Album No matter how wonderful your group is in concert, your fans memories will fade without something they can take home and enjoy at their leisure. In addition, if you make a recording available, they'll play it for friends and make new fans while you sleep! Nothing is more frustrating than playing to a large festival crowd while missing out on $1,000+ worth of album sales and countless fan referrals. Even a four song demo cassette is better than nothing. Hootie and the Blowfish and the Dave Matthews Band got signed on the strength of their touring schedule and the number of fans who had bought their albums at their shows. The time for you to start recording is right away. 五. 录制专辑 不论你的团体在演唱会上表现多麽炫丽，如果你的歌迷没有一件可以拿回家在闲暇时享 受的东西，他们对你的记忆终究会消退。此外，如果你能做一张录音的话，他们会在你 毫无知觉的时候拿给他们的朋友听，因此增加了更多的歌迷！ 在一大群参加节庆的观众前表演，却失掉了价值一千美金以上的专辑销售以及歌迷推荐 ，再也没有比这更令人沮丧的了。即使是一卷四首试听曲的卡带都比什麽都没有来的好 。Hootie and the Blowfish (混混与自大狂合唱团)和the Dave Matthews Band (大卫 马修乐团)都是靠着他们巡回演出以及在他们演出时购买专辑的歌迷数量而取得签约的。 现在就是你开始录制专辑的时候。 4- Write a Partnership Agreement No matter how close your friendship may be, your group needs a formal, legal agreement in writing. Who's responsible for each duty? How is the money divided? What are the penalties for missing a gig? Who owns the group name in case of dispute? I highly suggest you decide these issues now - once problems arise, you'll be able to deal with them fairly and relatively easily. Suggestion: a mediation/arbitration clause can potentially save you a great deal of money and remove the threat of a protracted legal battle. 四. 签下合作协议 不论你们之间的友谊多麽亲密，你的团体需要一份正式并且合法的合约书。谁要为什麽 事情负责？金钱要如何分配？缺席演出该如何罚款？如果以後分开，谁拥有团名的使用 权？我强烈建议你们现在就决定这些议题──一旦有问题发生，你就可以公平并且相对 容易的解决他们。还有一个建议：一条解决纷争用的条款很有可能省下你许多钱，并且 排除冗长的法律问题。 3- Derive Your Own Sound Take 6. Zap Mama. The Bobs. These are all music industry-lauded groups who have carved a niche and garnered respect by pioneering and developing a sound that's all their own. All groups start out imitating others, but after a while this grows old for the group and for your audience. Make your mark on the world by consciously blending elements of your favorite groups and styles arriving on your own unique style and voice. Once you've got a sound that's all your own, people have to come to you and only you to hear your music. 三. 做出属於你自己的声音 Take 6、Zap Mama、The Bobs，这几个都是音乐界里大加称颂的团体。他们的创意与独 特永留青史并且获得尊敬。所有的团体一开始都是模仿别人，然而一段时间後对你的团 和听众来说都不再新鲜。想要划下属於自己的一页就得有自觉地融合你们所喜爱的团体 的元素以及风格，以做出属於你们自己的风格和声音。一旦你们做出你们的声音，人们 就得来找你──仅仅找你──来听你的音乐。 2- Get An Agent The words "These guys are fantastic!" are 50 times more effective than "We're fantastic!" In addition, a full time agent will more than make up for a 10-20% commission by getting you better and higher paying gigs. You should be focusing on your craft not returning phone calls and drumming up business - leave that to an individual who can do more for your group in one day than you can in a year. 二. 找个经纪人 说『这些家伙们很棒！』比起『我们很棒！』有效的太多。除此以外，一个全职的经纪 人虽然会要求大约百分之十到二十的佣金，但却可以为你带来更好且更高价的表演机会 。别让你的夥伴们去回覆演出邀约和寻找表演机会，把那些事情留给能够胜任的人吧。 1- Perform Original Music There is nothing more important than being the initial source of your music. So long as you're performing songs and/or arrangements that someone else popularized, you'll always be in second place. Notice I didn't say "songs that someone else wrote or arranged" - there is nothing wrong with working with a songwriter or arranger who is giving you high quality music and arrangements at which you have first crack. Boyz II Men teams up with superstars like Babyface, and Manhattan Transfer relies on Gene Puerling. If you're the group that people look to for first run-top quality music, then before long, other groups will be covering your songs and working to step out from under your shadow. 一. 表演前所未有的音乐 没有事情比成为你音乐的起源来的更重要。只要你表演的是别人推广出来的曲子或是编 曲，你就永远只能做个第二名。注意我不是说『别人编写的歌曲』──与创作者或编曲 者合作不是坏事，他们能提供你更好的音乐品质以及优先的编曲形式。Boyz II Men曾 与超级巨星如Babyface合作，Manhattan Transfer也和Gene Puerling有密切的关系。 如果你是人们所追寻的最顶尖音乐的创造团体，不久其他团体就会翻唱你的歌然後努力 从你的影响下走出来。 -- 翻译: Brien "B-jam" John 翻的很急也很乱，有错请帮忙指正，谢谢 -- 黑人音乐推广计画 Black Sound Provider --

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